As AI-powered products hit the shelves, from mobiles, smart TVs and fridges to laptops, earbuds and vacuum cleaners, customers are walking into tech stores (virtually and in real life) curious, cautious, excited… and sometimes overwhelmed.
We know product knowledge matters. But so does customer motivation. Because whether or not someone buys often comes down to more than just features and price, it’s about what really matters to them.
Let’s explore nine types of motivation that might be behind a customer’s decision to buy, or walk away from, AI-enabled tech.
People-focused customers
Some customers want to feel safe and secure.
They’re asking: “Will this actually work? Is it reliable? What if it goes wrong?” They may have heard horror stories about AI “going rogue” or stealing data. For them, trust is everything.
How to help: Offer reassurance. Focus on reliability, warranties, and how AI features reduce risk or make life easier. Be calm and confident.
Some customers are all about connection.
They might ask, “Will this help me stay in touch with family? Can it bring us together?” They’re not techies, they’re people-people.
How to help: Show how AI can enhance relationships, like how smart speakers can connect to loved ones, or how photo sorting on a phone helps preserve memories. Make it personal.
Some customers want to feel seen and valued.
They may not say it out loud, but they want to feel smart, stylish, and ahead of the curve. Buying tech is part of their identity.
How to help: Let them lead the conversation. Acknowledge their knowledge. Show off premium features and mention what’s trending. Make it feel like they’re making a bold, respected choice.
Results-focused customers
Some customers want control.
They’re asking: “Will this put me in charge, or take over?” They might resist if it sounds like the tech is making decisions for them.
How to help: Show how AI helps them be more in control, not less. Voice commands, customisation, and smarter settings all support them calling the shots.
Some want value and performance.
These customers are thinking: “Will this help me get more done, save time, or be worth the money?”
How to help: Talk in terms of outcomes: what this product does faster, smarter, or better than others. Highlight time-saving and value-for-money features, especially if tied to price drops or bundles.
Some want to know how it works.
They’re not buying the brand, they’re buying the technology.
How to help: Be ready to go deep. Show them you understand the tech and can explain what’s going on under the hood. They’ll trust you if you speak their language.
Growth- and future-focused customers
Some are driven by creativity.
They might be thinking, “What could I do with this? How could I personalise it?”
How to help: Highlight customisation, smart suggestions, or tools that spark imagination, like how a smart TV adapts to their viewing habits or a phone’s AI camera enhances photos automatically.
Some want flexibility and freedom.
They ask things like, “Can I use it my way? Or will it tell me what to do?”
How to help: Focus on how the tech gives them back time and choice. Flexible routines, app control, smart scheduling, these features speak to people who hate being boxed in.
Some want purpose.
They’re not just buying tech. They’re thinking: “Does this align with my values? Does it help people or the planet?”
How to help: Mention sustainability features, power saving modes, or ethical supply chains if relevant. Even better, connect it to something meaningful, like using AI to support accessibility, learning, or wellbeing.
Final thought
These days we don’t just buy tech, we make life-changing choices. The key to helping us choose AI confidently?
Start with what matters to them.
Not everyone wants the smartest, fastest, or most expensive option. But everyone wants something that feels right for them.
When we tune into their motivations, not just their questions, we build trust.
And when people feel seen, understood, and supported… they’re not just ready to buy.
They’re ready to believe in what the tech can do for them.